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GlobeScan Webcast:

Business and Society – CSR Leadership Selected Highlights

15 September 2011

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• These slides are some of the highlights of a webcast given by GlobeScan’s Chris Coulter and Sam Mountford, and SustainAbility’s Mark Lee, on 15 September 2011.

• The webcast looked at the expectations the global public have of business’s role in society, how they define leadership in corporate responsibility, which sectors and individual companies are seen to be leading and lagging, how the agenda for business in some of the BRIC countries differs from elsewhere in the world, and how public views compare to those held by experts in sustainability.

• The data is drawn from GlobeScan’s twice-yearly global public opinion study on business in society, the GlobeScan Radar, and from GlobeScan and SustainAbility’s regular consultation with sustainability experts in business, NGOs, government and academia as part of The Sustainability Survey. Further details of these studies are available on request.

• A fuller slide deck is available on request. Please contact GlobeScan via the email addresses listed on slide 13.

About this document

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1. Many still don’t trust businesses, particularly in the West – need to seek partnerships and look for ‘shared value’ business models

2. The corporate brand is an underleveraged key vehicle for engaging stakeholders of all types

3. To be effective, need to understand BRICs’ unique issues, concerns, and expectations

4. Emerging CSR leaders in the BRICs are showing the way

• inspiring and credible vision

• visible change

• understanding of the local context

• transparent communications

Key Take-Aways

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GlobeScan Radar 2011 - Participating Countries

• Based on face-to-face and telephone surveys with nationally representative

samples of about 1,000 adults in each of 28 countries (n=27,578).

• Some urban-only surveying was conducted in certain developing countries,

following generally accepted research standards in each country. Face-to-face

and telephone interviewing was carried out between December 2 2010 and

February 4 2011. Within-country sample error is +/-3.1%, 19 times out of 20.

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Q3At. Please tell me how much you trust each of the following institutions to operate in the best interest of our society. Would

you say you have a lot of trust, some trust, not much trust, or no trust at all in …?

The corporate world is a long way behind NGOs in trust terms…

…but trust in business has been rising

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Trust

What has business been doing to earn your trust?

Some of the big

companies are giving

help in the form of

scholarships to less

fortunate people and set

aside their profits to

charity activities

I would say they are

doing absolutely nothing.

They are only using

advertising to give [a

positive] impression.

They are only interested

in their bottom line

They have been having

an ecologically correct

posture, trying to use

recyclable products and

making their products

using ecologically correct

materials

All companies are putting

profits first; efforts to

reduce pollution are only

taken in case of pressure

They build first aid

facilities, support

education and create job

positions.

Not a lot. I would not trust

any of them completely.

They are answerable to

shareholders at the end of

the day, so profits come

first.

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Many sectors receive only average ratings

12t. Please rate each of the following types of companies on how well they fulfil their responsibilities to society. Compared to other

types of companies, would you say [INSERT COMPANY TYPE] are…? In answering, please use a scale of 1 to 5, where 1 is “Among

the very best,” 3 is “Average” and 5 is “Among the very worst.”

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But ratings of many sectors have been on the decline

12t. Please rate each of the following types of companies on how well they fulfil their responsibilities to society. Compared to other

types of companies, would you say [INSERT COMPANY TYPE] are…? In answering, please use a scale of 1 to 5, where 1 is “Among

the very best,” 3 is “Average,” and 5 is “Among the very worst.”

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National champions seen as ‘most responsible’ in many markets

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Brazil The national context: insecurity still a worry, but environment key area for action by corporates

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16

13

8

6

5

Crime/violence/security

Health issues / health care

Education

Unemployment

Gap between rich and poor

Economic problems / cost ofliving

Most Important National Problem

Unprompted, Brazil, 2010

35

21

14

12

11

8

8

Protect the environment

Give money / donate to charities

Social conscience/commitments

Treat employees well/fairly (goodsalary/benefits)

Create jobs / support economy

Support education (build schools /invest)

Support youth (activities/sports)

Most Important Thing a Company Can Do to be Seen as

Socially Responsible in Brazil

Unprompted, Top mentions, Brazil, 2010

Subsample. Asked to 100 respondents only

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…and the main criteria for judging how responsible a company is…

28

26

13

7

6

6

Protects the environment

Acts in society's interest

Support tocharities/community

Quality products/services

Creates/maintains jobs

Good company (in general)

27

12

8

7

6

6

5

Harms the environment

Poor qualityproducts/services

Treats employees poorly /poor working conditions

Does not act in society'sinterest

Bad company (in general)

Does not support charities

Corruption

Reason a Company is NOT Considered

Socially Responsible in Brazil

Unprompted, Top Reasons, Brazil, 2010

Reason a Company is Considered Socially

Responsible in Brazil

Unprompted, Top Reasons, Brazil, 2010

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CSR Leadership in Brazil

25

19

18

14

8

7

3

2

-2

-6

-9

-12

-12

-19

-37

Food

Oil/petroleum

Media/entertainment

High-tech/computer

Pharmaceutical

Auto

Electrical generating

Banks/finance

Clothing/apparel

Beer

Mining

Chemical

Telecommunications

Alcohol beverage

Tobacco

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What makes them leaders?

1. The economic engine of the country, closely linked with popular government

2. Demonstrable progress on employee safety after major incident in 1997

3. CSR initiatives that address local preoccupations – addressing deforestation and land use aids carbon footprint

4. Social investment fund focused on income generation and education

1. A big vision - overhauled company in 1997 putting biodiversity at its heart

2. A concrete step - plant-based rather than petroleum-based ingredients in cosmetic products

3. Has become carbon-neutral through emissions reduction programme

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Notes to Readers:

All figures in the charts and tables in this report are expressed in percentages, unless otherwise

noted. Total percentages may not add to 100 because of rounding.

• Over 500 qualified sustainability experts completed an on-line questionnaire in early 2011

• Respondents were drawn from: corporate, government, non-governmental, academic/research,

and service (e.g., consulting) organizations.

• Experts surveyed span 67 countries in Asia, Africa, Middle East, Europe, North America, Latin

America, Caribbean, Australia, and New Zealand, and comprise a highly-experienced respondent

pool:

• 58 percent have more than ten years of experience working on sustainability issues.

• 32 percent have five to ten years of experience.

• 10 percent have three to four years of experience.

• Respondents with less than three years of sustainability experience have been excluded

from the results.

Global Expert Insight - Methodology

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Among corporations, Unilever – after launching their “Sustainable Living Plan” – is perceived as an outright leader

Q2. Some large companies are committed to sustainable development, seeing strategic advantage in pursuing policies and actions which go

beyond the requirements of environmental and social legislation. What individual companies can you name that are leading in this area?

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The corporate brand can help sustainability to ‘cut through’ to an expert audience

Q2. Some large companies are committed to sustainable development, seeing strategic

advantage in pursuing policies and actions which go beyond the requirements of

environmental and social legislation. What individual companies can you name that are

leading in this area?

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For more information, please contact:

Chris Coulter chris.coulter@globescan.com Sam Mountford sam.mountford@globescan.com

Mark Lee lee@sustainability.com